This paper shows how alternative, culturally-determined motivational forces can be substituted for self-interest or rationality in the theory of choice. Several possibilities are considered, including the replacement of preference optimization by such propellants as the selection of the `second best' or the `central' option. It is argued that although all choice behavior, even that consistent with the alternatives considered, can ultimately be understood as satisfying the criterion of rationality, richer and more meaningful explanation is obtained by focusing on culturally significant alternative motivations when the latter turn out, in particular environments, to be more important than self-interest